Israeli startup calls out Uber

Both Uber and Lyft, the two largest ride-hailing companies in the U.S., occasionally hike prices in times and places of high demand, dubbed “surge pricing,” much to the annoyance of many of their customers.

But Gett, an Israeli company that also provides a ride-hailing service in many European cities and in New York City, does not. In fact, that’s much of its selling point to prospective customers, and on Monday it launched an advertising campaign with 500 ads around New York city, its only U.S. market. Gett’s service operates at fixed prices, based on distance, and it offers a flat $10 service for rides starting and ending anywhere in Manhattan below 110th Street (Uber and Lyft recently launched similar offerings).

“The competition, who we shall not name, is über ripping you off,” reads one ad. “Subjectively, we’re objectively better than Uber,” “The only time we surge is never o’clock,” say others.

The company has raised $207 million, and is on track to bring in $500 million in revenue this year, according to Gett founder and CEO Shahar Waiser’s comments to CNNMoney. He declined to share how much the company spent on the campaign, but did say that its goal is to bring in both new customers and drivers to the service. Gett currently has about 2,000 drivers in New York City, which is not enough to keep up with demand, according to Waiser.

(An earlier version incorrectly stated that Gett brought in $500 million in revenue last year, per CNNMoney’s original version. The story has been updated that it’s actually on track to hit that goal this year.)